Google Grant

Google Ads is an online advertising service developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, and video content within the Google ad network to web users. [Courtesy of Wikipedia 😊]


The wonderful people at Google decided that they would devise a grant for the non-profit community and that once eligible organisations are registered and verified through TechSoup, they would then be able to apply for the AdWords grant and be given access to $10 000.00 spend a month on the Google advertising platform.


With recent changes*, when you create a grant account with Google Ads to begin with, it will start off as a paid account as it is intended to be a paid platform for companies and individuals to purchase advertising space on Google. Don’t worry about adding your billing details*, they will ask for this it is standard procedure and you won’t be paying for anything, this is just to get you started on the platform and get you an ID number to submit to Google. That ID number as you will see is linked to your organisation’s email address.


Once your organisation has a unique ID and the non-profit is registered and verified with TechSoup, the Phambano team (you must contact to assist you for free) do their magic and link the previously paid platform to the grant Google has given you, changing it from a paid account to a grant account.


The non-profit would still have to adhere to the same advertising practices and guidelines that other advertisers do when creating their campaigns, ad groups, and ads. In fact, Google has set up strict rules as to how this grant should be utilized, as this is a wonderful opportunity for the non-profits and should not be squandered.


Once you have received the grant you will expected to ensure you log into your account at least once every 30 days to ensure the campaigns are performing at their best. You will be expected to keep a CTR above 5%, and ensure you keep your content and keywords relevant to your cause.Remember that you are located in South Africa and may not target outside this Geo Location. If you do so this will be a violation of the guidelines.


As always though, Phambano has a dedicated team that is here to help if you need any assistance. We answer all Google Ads queries on Tuesday and Thursdays via email and will do our best to have you up and running with your grant application as fast as possible.


Due to all queries not being identical, some applications might require a few more steps than others, this might be due to your website, website content, previous applications or steps we might require you to take before the application can begin. Generally, we have found that we can assist all our queries quite quickly.


If you require any assistance (free of charge) with your grant application or need any advice, please email:


AUTHOR: Jeanne Henderson

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